"To create an anxiety relievable only by a purchase… that is the job of advertising.
Advertising increases familiarity, reminds consumers about your product, and spreads product news. We covered all that before. Today we’re looking at a fourth job advertising does: it defeats inertia.
Getting Customers to Switch
People don’t hate progress, they just prefer inertia. This stops them from buying your product even when it’s the logical choice."
(Via The Intercom Blog.)
This is a great article to think about your customer and your project.